Olds Rocking in Search of Youth

Burnett Handles Alero’s “RockFest’ Promo
DETROIT-General Motors’ Oldsmobile Alero and the Hard Rock Cafe are partnering as lead sponsors of RockFest, a nationwide, multiband rock tour that kicks off in June.
The agreement is part of Olds’ continuing effort to establish the Alero as a youthful, spirited sedan, sources said. The tour will travel to eight cities across the country and features 14 bands, including Live, Better Than Ezra and Collective Soul.
Through its Northstar promotions unit, Olds national agency Leo Burnett, Chicago, is creating a variety of promotional materials to support the sponsorship, including stage banners, a direct mail campaign and national print, radio and possibly TV ads.
The concert series is the first
promotion Burnett has taken on since GM dismissed Frankel & Co.’s Detroit office, which previously handled Olds promotions.
The tour begins June 5 in Atlanta. Olds will host a “Start Something” party there on May 22, teaming with a local rock music station and other tour sponsors, including Circuit City. One partygoer will be awarded a 24-month GMAC lease on an Alero GLS coupe or sedan, and up to 1,500 people will win tickets to RockFest, which is expected to draw 150,000 people in Atlanta alone.
-Tanya Irwin